Philips conducts Dad Jokes campaign
Philips has begun a Canadian campaign timed to coincide with Father's Day called "Dad Jokes." Developed by Tag of Toronto, the campaign consists of online videos and interactive banner ads that encourage viewers to create jokes and share them via social media. The campaign promotes the Philips line of electric grooming products for men. It will run nationally until June 21, supported by print collateral materials and a website at <http://www.philipsdadjokes.ca>.
"Father's Day is a time when most brands focus on stereotypical messaging, so we decided instead to focus on an irrefutable human insight, leveraging the idea of 'Dad Jokes,'" said Danica Wolch, director of client services at Tag. "There is a high degree of authenticity with this insight that is both timely and timeless, that people can instantly relate to."